Scientific Games Enters Colombia, LatAm with Betsson’s Colbet

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Online gambling software giant Scientific Games has entered Colombia’s regulated market with its OpenGaming ecosystem through a partnership with digital gaming and sports betting operator Betsson Group.

Scientific Games’ debut in the Colombian iGaming space also marks the company’s first foray into the Latin American region.

As part of its partnership with Betsson, Scientific Games has provided the operator’s Colombia-facing brand Colbet with access to a selection of content developed by the provider’s in-house studios, along with titles supplied by Sydney-based studio Lightning Box, which the company acquired earlier this month, and third-party suppliers such as Big Time Gaming and ReelPlay.

Betsson secured its own entry into the Colombian gambling market in the summer of 2020 when it announced that it had purchased a 70% stake in Colbet, one of the first operators to obtain a license from Colombia’s gambling regulator, Coljuegos, following the enforcement of the country’s new gambling regime in the spring of 2016 that opened its digital gaming and wagering space for regulated activities.

In addition to premium content from the industry’s top developers and suppliers, OpenGaming has also provided Colbet with a suite of complementary features and a host of responsible gaming tools, all designed to boost operators’ appeal to new players.

Providing Players with Ever-Growing Catalog of Games

Of their Colombia-focused partnership with Scientific Games, Betsson Director of Gaming Ciara Nic Liam said that it is important for them to provide a premium experience to their Colombian players and that by going live with “one of the industry’s pre-eminent content aggregation platforms”, they are able to do exactly that.

The statement read further that with the addition of Scientific Games’ in-house gaming products and titles produced by leading third-party studios in the initial roll-out phase, they can continue to present their users with an “ever-growing catalog with widespread appeal.”

Scientific Games’ full OpenGaming portfolio is set to be made available via Colbet in the future, it also became known.

Dylan Slaney, SVP Gaming, Digital at Scientific Games, said that Betsson has big plans across Colombia and the wider Latin American region and that they are sure their offering will appeal to the operator’s players across a wide demographic.

Mr. Slaney went on to point out that their alliance with the online gambling operator represents OpenGaming’s first step in a vibrant market and that their sights are firmly set on “building sustainable success across LatAm”, which they see as one of the most important growth areas in the world for the online gambling industry.

Scientific Games has recently expanded its OpenGaming offering significantly with the addition of content from major providers, including Hacksaw Gaming and Playtech, among others.

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